Okonkwo Prelims

Luxury fashion stores are required to have magic, energy and life in order
to inspire consumers and also become embedded in the consumers’ memories.

Atmosphere

In simple terms, atmosphere is the sum of the feelings that consumers expe-
rience within a store interpreted through their senses. It is a blend of sensory
communications that exists on the subconscious and psychological levels of
consumers, and is associated with terms like ambience, mood, impression,
background, character and sensations. Atmosphere is connected with the five
human senses: visual, aural, tactile, olfactory, and taste; and an additional
sixth sense, ‘emotion’. Appealing to consumers’ visual and aural senses is
essential in creating the appropriate atmosphere, but it is not sufficient in the
current luxury marketplace. A complete sensory package comprising all the
senses is required in luxury retailing.
Luxury goods are categorized as sensory in nature, which means that they
rely heavily on intangible factors to ensure sales and to promote the brand.

chapter 4 85

luxury retail design and atmosphere

Figure 4.3 Le Bon

Marché departmental

store, Paris, combines

the free-flow and

boutique store layout

patterns (2005)

Figure 4.4 The André
Ross store exterior,
Hong Kong, harmonizes
with the brand’s
personality and image
(2006)